"A Woman Knows Best": Reframing the Language of Choice
Since the 1980s national polls have shown steady decline among people who identify themselves as “pro-choice.” The California Coalition for Reproductive Freedom recognized that, to remain strong as a political force and movement, pro-choice leaders must remain relevant and connected to changing public perceptions on reproductive rights, especially among women and girls for whom the civil liberties battle cry of “My body, my choice” no longer resonates as it once did with early feminists.
Fenton came on board to help CCRF develop a new framework for choice that would be more inclusive relevant to what women themselves told us matters most to them in their lives. After a "landscape" review of the field, including a literature review, interviews with issue experts and focus groups with women of color under 40 in Oakland, Fresno and Los Angeles, we arrived at a framework we called, "A Woman Knows Best." The planks of the platform are:
A woman's strength: The most powerful theme that emerged from our public opinion research was the emphasis women place on having control and power over their own lives. Women think of themselves as independent, strong, tough, and determined.
"Knowledge" in place of "choice": While most women support a woman's right to choose, the term "pro-choice" has limitations. Although for some women, choice is a positive and emotional phrase, some perceive it as too "political" while others see the term as impersonal or inadequate to describe a decision often made out of necessity.
Reclaim "family values": Opponents of reproductive rights have been skilled at using so-called family values to validate their cause. Now it's our turn. "A Woman knows best" stems organically from society's deeply held trust in the maternal and the wisdom and responsibility that comes with it.
Put abortion in context: Our frame couched abortion into a broader universe of health decisions, mirroring the way that women we talked to say they think about the issue - not in "silos," but in the context of other social, emotional and financial pressures.
Reinforce government's role as protector of women's freedom and rights: Conservatives and liberals alike embrace these values, but they split on government's responsibility to uphold them. Our side must continue to hold the government accountable for these protections or risk losing them.
To help share the new frame with reproductive rights advocates and their allies, Fenton produced a 'user's manual" and a two-minute Flash file featuring a diverse cast of women that was circulated virally online, streamed on www.awomanknowsbest.com and shared at conferences across California.
A woman's strength: The most powerful theme that emerged from our public opinion research was the emphasis women place on having control and power over their own lives. Women think of themselves as independent, strong, tough, and determined.
"Knowledge" in place of "choice": While most women support a woman's right to choose, the term "pro-choice" has limitations. Although for some women, choice is a positive and emotional phrase, some perceive it as too "political" while others see the term as impersonal or inadequate to describe a decision often made out of necessity.
Reclaim "family values": Opponents of reproductive rights have been skilled at using so-called family values to validate their cause. Now it's our turn. "A Woman knows best" stems organically from society's deeply held trust in the maternal and the wisdom and responsibility that comes with it.
Put abortion in context: Our frame couched abortion into a broader universe of health decisions, mirroring the way that women we talked to say they think about the issue - not in "silos," but in the context of other social, emotional and financial pressures.
Reinforce government's role as protector of women's freedom and rights: Conservatives and liberals alike embrace these values, but they split on government's responsibility to uphold them. Our side must continue to hold the government accountable for these protections or risk losing them.
To help share the new frame with reproductive rights advocates and their allies, Fenton produced a 'user's manual" and a two-minute Flash file featuring a diverse cast of women that was circulated virally online, streamed on www.awomanknowsbest.com and shared at conferences across California.
